Highlights from the 2012 SNCR research study The Social Mind. The Social Mind research project explores the interrelationships created by the consumption of information across social media channels and influence flow. The findings will enable B2B, B2P, B2C or Cause marketers to understand the importance and relevance of content - and - its ultimate impact and influence on behaviors, beliefs, decisions and actions. The Social Mind research will identify the key characteristics and insights into the engagement behaviors of individuals and how organizations can maximize reach and influence to execute the new Principals of Engagement in the millennium.

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The Social Mind - Survey Results
A Research Study By Society Of New Communications Research Senior Fellows
Vanessa DiMauro – CEO of Leader Networks
Peter Auditore - Principal of Asterias Research
Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
Copyright © 2012 Leader Networks, LLC 1

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Highlights from The Social Mind Study (2012)
Focus of the study: Examination of the interrelationships created by the consumption
of information across social media channels and influence flow.
Sample composition: The survey was administered online to 390 participants
• There is a shift in information flow – traditional media is no longer
an authoritative source of information
• People participate in information exchange online to help each other
• The role of the online expert is rising in importance
• The need for expert content is high among content consumers online
• People are looking to peers and experts to discover what they need
to know and learn
• People are directly influenced online by the people they trust
Copyright © 2012 Leader Networks, LLC 2

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People Participate Online To Help Others & Be Part of a
Community
To help others by sharing information,
ideas & experiences 78%
To participate in a professional
community of colleagues & peers 66%
To belong to an active community of
friends & family 41%
I want to be seen as someone
knowledgeable 39%
I am a passive participant & prefer to
observe others dialog 31%
Persuade others adopt my POV, buy
product/service 19%
Enjoy interacting using social games
3%
0% 20% 40% 60% 80% 100%
Copyright © 2012 Leader Networks, LLC Question: Why do you participate in groups and
communities online? Select the top three responses

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Online Networks Are Disrupting Traditional Channels
Visiting websites 48%
Reading blogs 45%
Reading Microblog streams (Twitter) 41%
Information exchanged in online groups or forums 41%
Direct email message to me 40%
Information from community ranking & rating sites 18%
Watching videos 17%
Reading content on customizable social media apps 11%
Listening to Podcasts 9%
Viewing online photos 7%
Q & A sites 4%
Accessing others social bookmarks 3%
Product, service or innovation site 1%
Other 8%
0% 20% 40% 60% 80% 100%
Question: What online information sources are the most
Copyright © 2012 Leader Networks, LLC
meaningful to you? Select the top three responses

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Relationships Dictate The Chosen Online Channel For
Connecting
Send a Social Online
Instant/ Social Video
Direct Web Micro- Net- Photo
Text Book- Messag
email Page via blogging workin Sharin
Message marking -ing
email g g
Friends
22% 12% 5% 5% 55% 1% 0% 0%
(n=332)
Family
39% 19% 4% 1% 30% 0% 2% 5%
(n=284)
Profession
al
31% 2% 11% 28% 25% 2% 0% 2%
Networks
(n=331)
Experts
19% 1% 5% 45% 26% 4% 0% 0%
(n=212)
Other
15% 0% 6% 25% 50% 2% 0% 2%
(n=48)
Copyright © 2012 Leader Networks, LLC Question: Among those who you share information with online, what channels do you most frequently
5
use? [select one per type of person]

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Most Participate Online To Learn From Experts
Use to Learn About Topics Rely on
Rely on info customizable
shared via social media
No, 6% online social apps, 1%
networks,
14%
Most Frequently
Rely on news Search for
& info Experts , 49%
sources, 19%
Yes, 94%
Attend
conferences /
webinars, 6% Ask trusted
peers, 12%
Question: Do you use online networks to learn about topics?
Copyright © 2012 Leader Networks, LLC
Question: When learning about a topic, I most frequently…Select One

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Online Learners Trust Traditional Media Less, Look To
Validate Information Independently
I seek expert opinion that is researched & well- 0% 7%
1% 41% 50%
documented
I need to hear details of a story to understand 0% 9%
17% 51% 23%
what is happening
Information shared by friends/colleagues & is 1% 9%
28% 53% 9%
more believable, likely to be true
Information with pictures & video are more 5%
27% 30% 30% 8%
believable/ powerful than written words
Information that has buzz reinforces the wisdom 4%
19% 38% 35% 4%
of the crowd
Organizations I buy / partner with are the best 6%
23% 42% 26% 4%
sources of information because they specialize
Ideas from authoritative sources (newspapers / 18% 43% 26% 9%4%
journals) must be true because they are unbiased
0% 20% 40% 60% 80% 100%
Strongly Disagree Disagree Neither Agree Strongly Agree
Copyright © 2012 Leader Networks, LLC Question: Which of the following statements do you feel most applies
when looking for information about a topic of interest?

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Context Matters With Online Sharing: People Pass On
Information They Believe In
When are you most likely to share or forward information with others online?
The content I share reinforces my personal / 52%
professional knowledge and beliefs.
I select information to share based on what I 44%
think individuals in network want to hear
I mainly share content that I understand 43%
intellectually
I mainly share content that provokes thought 41%
or challenges status quo.
I mainly share content that I relate to on an 28%
emotional level.
0% 20% 40% 60% 80% 100%
Copyright © 2012 Leader Networks, LLC

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Online Information That Is Well Organized Or Curated Is
Preferred
I prefer online information that uses
62%
graphics and easy to understand
I prefer curated content sources links and
bookmarks on a topic so I can choose what 61%
to explore
I prefer longer, thought leadership content
48%
that explores content in depth
I prefer short content snippets over longer
43%
articles or information sources
I prefer online information to be audio
23%
and/or visual over text-based
0% 20% 40% 60% 80% 100%
Question: What kind of online information do you
Copyright © 2012 Leader Networks, LLC
prefer? Select up to three

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3 Take-ways That Have a Big Impact on Business
1. Influence is earned.
– Online can extend it but does not create it (typically).
– Invest in thought leadership ,not in buying fans!
2. Content is the new currency of influence.
– Turn the marketing megaphone around!
– Focus on creating content of value for your audience and engage
around it
3. Social Media makes influencers accessible.
– Enable your orgs thought leaders to respond /engage online
– Be finable and approachable virtually
Copyright © 2012 Leader Networks, LLC 10

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Demographics
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Gender and Employment
– Slightly over half of respondents were female
– Two thirds are employed for wages and close to three in ten are self-
employed
Gender Employment
Student, 4%
Out of work and Retired, 1%
looking, 3%
Female, 54% Male, 46% Self-employed,
28% Employed for
wages, 65%
n = 362 © 2012 Leader Networks, LLC
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Profession and Type of Business
– Close to a quarter of respondents identified their profession as Marketing. Another
quarter indicated that it was “other” than those listed
– About a third indicated that their organization’s primary type of business is “business
services” and another one in ten identified “computer products”
Profession Type of Business
Marketing 22% Business Services 32%
Public relations Computer Products 10%
10%
Education 9%
Corporate communications 8% Nonprofit 8%
IT 7% Printing/Publishing 5%
Multiple departments 6% Retail or Wholesale Distribution (other… 3%
Market Research 3%
Market research 5%
Healthcare 3%
Student 3% Government 3%
Knowledge Management 3% Financial Services 3%
Human Resources 3% Telecommunications 2%
Technical Services 2%
Sales 3% Manufacturing/Production 2%
Community department 2% Entertainment 2%
Product development 2% Hospitality 1%
Customer Service 0% Resources 1%
Utilities 0%
Finance department 0% Transportation 0%
Other 25% Other 10%
0% 20% 40% 60% 0% 20% 40% 60% 80% 10
n = 362 © 2012 Leader Networks, your profession?
Copyright Question: Which is LLC
Question: Please indicate your organization’s primary type of business.

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Country
– Just over two thirds of respondents are from the US
– Canada, the UK, and Australia were the next most common countries of
residence
Other, 18%
Australia, 3%
United Kingdom, 5%
Canada, 6% United States, 68%
n = 354 © 2012 Leader Networks, LLC
Copyright Question: In which country do you reside? 14

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Age and Education
– Respondents represented a wide age range
– More than four in ten have a terminal Bachelor’s degree and another four
in ten have a Master’s or Professional degree
Age Education
High School
16 to 19, 1%
Degree, 7%
65 or over, 4% 20 to 24, 7% Doctorate, 8% Associate Degree,
4%
55 to 64, 20%
25 to 34, 19%
Master's or
Professional Bachelor's Degree,
Degree, 39% 42%
45 to 54, 24% 35 to 44, 25%
Copyright Question: What is your current age?
n = 362 © 2012 Leader Networks, LLC 15
Question: What is the highest level of education that you have attained?

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Household Income
– Respondents represented a variety of income levels
$150k or more, < $50,000, 21%
29%
$50k to $99k, 28%
$100k to $149k,
23%
n =Copyright ©Question: What is your total household income?
336 2012 Leader Networks, LLC 16

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More Information
Purchase The Social Mind study report on Amazon.com
Ask the Authors
Vanessa DiMauro, Leader Networks
Peter Auditore - Principal of Asterias Research
Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
Join SNCR
The Society for New Communications Research is a global nonprofit 501(c)(3) research
and education foundation and think tank founded in 2005 to focus on the advanced
study of the latest developments in new media and communications, and their effect on
traditional media and business models, communications, culture and society.
SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of
these topics and the pragmatic implementation of new media and communications tools
and methodologies. http://www.SNCR.org
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